Each year institutions of higher education receive greater pressure from the federal level, regional accreditation agencies, and state legislatures, to become more transparent and accountable for their actions. It is more important than ever, then, for colleges and universities to engage in authentic strategic planning that may be embraced by both internal and external constituents. Unfortunately, strategic plans often do not work to move an institution forward. Using organizational principles and theory, this essay reframes the university strategic planning process with communication as its centerpiece. A case study is presented that illustrates how communication centered strategic planning can lead to the most meaningful and successful plan, thus improving the internal and external credibility of the institution.